Moshtix are leading ticketing specialists in Australia and New Zealand who are known particularly for live music events and festivals. In recent years operations had expanded to include other kinds of live events; such as entertainment, sport, art and cultural events. We were asked to scrutinise the brand and culture of Moshtix and determine how the brand could be repositioned and redesigned with a key objective of making the business as attractive (and as valuable) as possible for acquisition.
The project scope was broad; from creating a brand strategy to reposition the brand to defining the Moshtix culture. This also included a ‘refresh’ of the brand identity which would help reorganise brand architecture and facilitate operational expansion across a wider array of live events. We conducted in-depth interviews with leadership, staff, clients and ticket buyers to achieve a deep understanding of the Moshtix brand to determine what made them different to other ticketing companies. Almost universally the response was “Moshtix genuinely care about the live experience they give people” and that “they made things easy for us”. In combination with the live nature of the events they ticket we created a strategy which was a play on words and would work across all areas of their business; “Moshtix – Make Live Easy”.
The four circles within the original logo had some visual equity, but the configuration and colours were a little pedestrian when you consider what Moshtix do as a business. Our solution was inspired by the Moshtix brand name, which is derived from the energetic dance style of moshing (typically performed by audience members at live music events in the mosh pit). All we had to do was to add some ‘mosh’ to the logo and make the circles dance. We simplified the number of operational categories to four - Music, Sports, Culture and Events and connected them to the four new brand icon colours. We developed the circular look and feel to convey the Moshtix brand throughout design application and advertising.
The refreshed Moshtix brand design and culture was adopted internally and externally. Within twelve months of relaunch the owners of Moshtix secured a multi-million dollar acquisition by Ticketmaster / Live Nation in a lucrative deal which would position Moshtix as a Ticketmaster Company. Our branding continues to play a key role in distinguishing the company.
